We live in a world of interconnectivity that requires an omnichannel approach to customer relationships. We interact with our friends and family over several channels and devices and we expect to be able to the same when communicating with businesses.
Consumers are increasingly using multiple channels to contact brands, and expectations for a response time are soaring, especially when it comes to social media, with 47% expecting a response within an hour, and 84% waiting no longer than a day. Fueled by increased mobile engagement and the rise of social media, nearly half of all people surveyed will comment on social media if their experience with a company is good or bad.
These are findings from a new survey, titled “The Omnichannel Evolution of Customer Experience”, released by Spider Marketing and commissioned by Altitude Software. It details the behaviors and attitudes of more than 3,000 consumers in Latin America and Europe towards customer contact channels.
Watch the video with the key figures and conclusions:
Key findings in the report also include the rise of a dramatic digital divide between older and younger customers. The latter clearly prefer to use mobile devices and new technologies like video chat when contacting vendors. The report also highlights an emerging “punish or promote” culture as people share their experiences. Companies increasingly need to support mobile access with multi-channel customer contact solutions or face losing out future customers to the competitors who do.